Monday, June 25, 2012

Boston Market will two steps back and two steps forward re-ignite the brand?

Understanding that Boston Market is a consumer
interactive participatory restaurant concept with a with a reputation for
providing wholesome meals Chief Brand Office Sara Bittorf is kicking off the
summer with a campaign to educate and
elevate consumers product knowledge while edifying the brand.

The campaign is filled with special offers and giveaways
to lure in new customers unaware of the brand, the food, the quality or dining
experience. Bittorf firmly believes “very strongly that the Boston Market brand
has the ability to reclaim the position it owned 15 years ago, when it
reinvented the home meal replacement category”.

One problem consumer do not take a step back. The retail food consumers are dynamic not
static. The “home meal replacement category” has been replaced. Utilizing legacy benchmark metric’s to build
consumer relevance is in and of itself a major miss calculation. Owning the position Boston Market had 15
years is a position no company wants to be in.
What is now needed is consumer relevance in messaging of the 5’P’s of Food
Marketing: Product, Packaging, Placement, Portability, and Price.

The ready-2-eat and heat-N-eat fresh prepared food niche
today is expanding rapidly. Foodservice industry leading the grocerant niche
metrics are consumer centric, interactive while inclusive, fueled not
surprisingly by Millennials and Baby Boomers.